Nivea case study marketing mix

Who are the consumers and what is the nature of their demand?

Nivea case study marketing mix

Excerpt from Case Study: Introduction—Case Synopsis NIVEA is brand produced and sold by Beiersdorf, a global skin and beauty care company that has been in operation for over a century.

Its focus with NIVEA was to develop the brand into one of the biggest skin care brands on the planet, a core concept of global marketing Spillan, After conducting market researchBeiersdorf found a gap in the market regarding beauty products for young women aged There were no organic products available for maintaining healthy skin; products on the shelves were mainly for medicinal purposes.

Market research showed that girls aged wanted a skin care product that was purely for maintenance purposes and not for medicinal purposes: Using a market-oriented approach, Beiersdorf therefore had to come up with the right marketing mix for its new product launch to fill the gap in the market for young girls in need of a great skin care product.

Two years later, the company re-launched the product in order to further enhance its position in the market, the goal being to optimize its product: This was about finding the right strategy, which is essential to an effective marketing campaign, as Collis and Rukstad show.

Cause, Symptoms The symptoms of the problem were that no product actually existed for this target. There were medicinal skin care products related to skin problems for the target, but nothing that resembled preventive care products—products aimed to keep skin healthy, fresh and youthful.

The majority of products focused on treating acne, dryness, etc. For Beiersdorf, differentiation came by way of taking the market-oriented approach.

The company sought to see what the market was needing that it did not have. To do this, it had to reach out to the market to better understand it.

There are multiple ways for this to occur: For Beiersdorf, it not only wanted to understand the market, it wanted to give the market a product that was not there yet. It found a gap in the market for girls who wanted a beauty product that would help them to maintain their skin.

This product could differentiate itself from other products because it would not be problem-related but rather preventive-related, and it would not have harmful chemicals and compounds but rather natural and organic compounds that could appeal to young people.

Another framework that would help Beiersdorf was the new media theoretical approach, which focuses on providing consumers with on-demand access to information, tools, tips and help that enables a type of mediation between producer and consumer never seen Bernhardt, Mays, Hall, ; Correa, Rukstad, ; Downes, Mui, New media is typically associated with the Internet and since many young people today have grown up in the Digital Age, it makes sense that new media theory should play a pivotal role in address the primary and secondary case problems in this case study.

Understanding the Marketing Mix Concept - 4Ps

This strategy consisted of identifying the right product, price, place, and promotion. Product The product was designed to meet the needs of the target market that had no product to meet its needs.

First, the company identified the market gap—and then sought answers to the type of product that the target needed. NIVEA knew what kind of product to develop because it conducted focus groups to be able to listen directly to consumers about their needs; it gathered data from consumers by a using various research techniques such as surveys, online questionnaires, social media, etc.

What all of this research told Beiersdorf was that young consumers wanted more specialized face care that had a beautifying aspect to it rather than a solution-oriented aspect.

Not everyone who shops for face care products has a skin problem; some people just want to shop for them so as to keep their skin healthy, fresh, glowing and youthful in appearance. It was following the framework of Trout and Rivkin —the idea that in order to succeed, one must differentiate or die—and since competitor products were all oriented towards being problem-solving skin care products, NIVEA was onto something new that would fill a market gap and differentiate itself from what was already out there for the target consumer.

Price The company also had to ensure that it did not overprice or underprice its product. It found that the majority of its new product was actually purchased by Mums for their daughters, which meant that the price had to be reasonable and seem like a good deal, otherwise the product would not move.

As Ries and Trout show, price is important when it comes to marketing. It can make or break a product if the target market is price-conscientious. And Beiersdorf saw that in this target market, price conscientious Mums would do the majority of the buying—so it had to be smart about pricing the product and make it reasonable.

In this way, the product was a market leader and set the bar for all other products in this sector. Thus, NIVEA used a combination of cost based pricing, penetration pricing, and price skimming in various stages in order to ensure that the price was always attractive.

Place Place was another issue that the company had to consider.

It wanted to sell its product in places where the target would purchase it, and the research indicated that the target would purchase the product both in high street shops and in supermarkets. Place does not only refer to where a product is sold, however.

It also refers to how a product arrives at the point of sale. In other words, distribution also plays a significant role in place considerations.

Nivea case study marketing mix

This meant it chose to offer its products both on high street and in supermarkets and the distribution it sought was extensive.The use of the marketing mix in product launch A NIVEA case study.

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Page 1: Introduction. Nivea For Men Marketing Case Study May 18, 1. What is the difference between product range and product mix? Product range refers to the different types of products within one category. For example, in the category of soft drinks there are products like Coca Cola, Sprite, Mountain Dew etc.

Nivea Case Study Describe the first “P” in the Marketing Mix, heartoftexashop.com are the consumers and what is the nature of their demand? People denote the knowledge, level of expertise and services of individuals working for a company, as they help in getting the firm from its challenges.

Excerpt from Case Study: Introduction—Case Synopsis NIVEA is brand produced and sold by Beiersdorf, a global skin and beauty care company that has been in operation for over a century.

Nivea Case Study Describe the first “P” in the Marketing Mix, heartoftexashop.com are the consumers and what is the nature of their demand? People denote the knowledge, level of expertise and services of individuals working for a company, as they help in getting the firm from its challenges.

Nivea: The use of the marketing mix in product launch Answer sheet 1.

Solved: Case Study: NIVEA The Use Of The Marketing Mix In | heartoftexashop.com

What is a consumer-led product? Case Study Analysis Diana Hamilton Comm/ April 16, Lyn Wolf Title of Paper Carl Robins, began working for ABC, Incorporated, about six months ago as a campus recruiter.

This is considered a tough job, which involves many responsible.

Nivea Marketing Mix (4Ps) Strategy | MBA heartoftexashop.com